The home and lifestyle industry has evolved into much more than décor and design. Today, it represents individuality, comfort, and purpose, reflecting how people want their homes to feel as much as how they want them to look. Across Europe, a growing number of boutique stores are shaping this shift by combining aesthetics with ethics. In Switzerland, Honeyhome has become a name that beautifully embodies this balance, offering a curated selection of home and lifestyle products that celebrate quality, creativity, and conscious living.
Originally founded in 2013, Honeyhome continued its journey under Jelena’s ownership from October 2023, when she took over and breathed new life into the brand. What began as a spontaneous decision to acquire an existing but inactive online shop quickly grew into a platform built on vision, care, and craftsmanship. Guided by her passion for design and her desire to create space for small, meaningful brands, Jelena has transformed Honeyhome into a reflection of her values and her customers’ evolving tastes.
From Dream to Reality
For Jelena, starting Honeyhome was the fulfillment of a long-held dream to run her own concept store. Although she had imagined this path for years, she only gained the confidence to begin when she came across a small online store for sale on Facebook. “It felt like a sign,” she recalls. That opportunity became the foundation for what Honeyhome is today.
Honeyhome now offers a thoughtfully curated range of home accessories, kids products, kitchen and tableware, and fashion accessories. Each product is chosen with purpose, focusing on quality and sustainability. Jelena sources mainly from European countries such as France, Denmark, the Netherlands, and Germany, with an emphasis on small, female-owned, and handmade brands. Her aim is to give visibility to creators who value craftsmanship and individuality while providing customers with pieces that are both timeless and unique.
Building Identity and Overcoming Challenges
Like many independent businesses, Honeyhome faced challenges early on. One of the biggest has been managing profit margins while staying true to the brand’s vision. “Sometimes I find a beautiful brand, but if the margin isn’t enough, it’s not sustainable,” Jelena explains. Another learning curve has been understanding local preferences. While Jelena naturally gravitates toward colorful designs, Swiss customers tend to prefer neutral tones like beige, white, and grey. Over time, she has learned to balance both, gradually introducing more color into her collections to create a fresh and distinctive identity.
To strengthen her connection with customers, Jelena also organizes pop-up events. These allow people to experience Honeyhome’s products in person, which is especially valuable for items like scented candles and beauty products that appeal to the senses. Through these events, Jelena has found that customers appreciate the personal touch, and she continues to explore creative ways to blend online convenience with offline experiences.
Looking Ahead with Collaboration and Community
As Honeyhome continues to grow, Jelena is focused on building community and fostering collaboration. This December, she will host a Christmas pop-up in Zurich alongside two other local Swiss brands. She also enjoys partnering with creators whose products complement her own collection, helping both sides reach new audiences. These collaborations are an important part of her vision to make Honeyhome more than just a store, but a shared space for creativity and connection.
When asked what advice she would give to aspiring entrepreneurs, Jelena’s words are grounded and inspiring: “Just start without overthinking it. Begin small and grow step by step.” Her journey reflects the essence of Honeyhome, which is thoughtful, authentic, and built with heart. In an era where conscious living matters more than ever, Honeyhome offers a refreshing reminder that good design is not only about how things look but also about the care and intention behind them.
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